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Making a Brand Look & Feel Easy

Lexi Wahl
September 01, 2022

Ease’s brand refresh brings a connected feel with a human touch fit for the modern benefits administration experience.

You may notice a different look and feel around here. After months of immersive workshops, positioning, ideation, planning, and development, we’re excited to bring you the new Ease.com.

Curious how we got here? Here’s a peek behind the screen.

Three-Word Mission, Three-Word Purpose

First step, agree on why we do what we do. And when we boiled down every strategic plan, priority, tactic, and result, we ended up with something beautifully, well, easy. (Getting there? Less so, as you can imagine.)

Our refined brand mission is simple: Make it easy. Easy for users to navigate our software. Easy for brokers to modernize their business, optimize, grow, and deliver the best benefits to their clients. Easy for employers to make their employees happier. And easy for partners to reach the small- and medium-sized business segment.

And that’s how we landed on our ultimate purpose. Create happier employees. If we deliver on our mission, we can realize our purpose. 

The benefits industry is complex, and making it easy will continue to be a practice and our north star. And one that Ease is wholly committed to. Why? Because benefits matter.

Ease Logo Evolution

It’s a trip! From shortening names to exploring various blues, Ease has dabbled in a little bit of everything. Take a quick walk down memory lane. 

Moving the logo to a handwritten script helps to infuse a human touch into our technology platform. After all, benefits are for humans! Plus, the flowing, hand-tooled logo feels smooth, uncomplicated, casual, and happy. All feelings we strive to evoke when you’re using Ease.

Brand Color Theory

Did you know? People decide whether or not they like a product in 90 seconds or less — and 90% of that decision is based solely on color. Research also shows that color can increase brand recognition by 80%.

The previous Ease logo was blue, AKA the king of colors. Blue appears in over half of all logos because it represents intelligence, trustworthiness, and maturity. So it’s no surprise technology companies and large corporations lean towards blue’s steadfastness and security. 

So what’s a brand to do? Bring in versatile green, of course! With a balancing effect, green is associated with growth, health, support, and energy. All good things for a benefits administration and management company.

And that’s why Ease landed on a soothing blue-green teal that combines the best psychological aspects of both colors.

Thanks for Being Here

Some of you have been with Ease since way back in 2015. And some of you are joining now. Whatever your timestamp, we’re so happy you’re with us. From Enrollease right on through to today, we wouldn’t be here without you. Thank you.

Because benefits matter.

You’re the expert on benefits. We make it easier for you to manage them.

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